CUSTOMER EXPERIENCE THINKING

“Si is one of the most engaging communicators I’ve had the pleasure to work with. His ability to bring complex behavioural ideas to life through storytelling is exceptional. This book captures that same energy. It’s practical, entertaining, and human.”

Dr Kelly Yarnell, Nottingham Trent University

“A thoughtful, behaviourally smart guide to customer experience. Si doesn’t just tell you what to do, he helps you understand why it matters. A powerful read for anyone who wants to build stronger, more memorable connections and relationships.”

Josh Apiafi, Rewards4Racing and Sky Sports

CUSTOMER EXPERIENCE THINKING – OUT NOW

We’re living in the most connected time in history, yet real connection feels increasingly rare.

In a digital world, modern business has mastered reach, automation and optimisation. But in the pursuit of efficiency, many brands have unintentionally diluted the very thing that builds trust and loyalty: meaningful human relationships.

In Customer Experience Thinking, Si combines over 20 years of marketing and customer experience leadership with behavioural science to reveal what really drives trust, loyalty and decision-making. Through 8 practical customer experience principles and 34 key behavioural biases, you’ll gain a clear framework for designing brand experiences that reduce friction, strengthen customer relationships and create meaningful emotional connection.

Customer Experience Thinking is the essential, practical guide to building deeper customer relationships in an increasingly digital world. It will challenge how you think about experience, encourage you to serve more meaningfully, and help you create connections that feel less transactional and more human.

DRIVEN TO CREATE EXPERIENCES YOUR CUSTOMERS WILL LOVE

Si is a strategic marketing leader, agency co-owner and customer experience expert with over 20 years of experience helping brands build deeper, more meaningful connections. As co-owner of creative agency Diversity and founder of customer experience consultancy Fabricx, he combines behavioural science with practical strategy to design experiences that genuinely resonate.

An award-winning guest lecturer at Nottingham Trent University, the University of Nottingham and the Communication University of China, Si also serves on academic advisory boards, working closely with the next generation of marketers and psychologists. His work sits at the intersection of digital progress and human connection.

He is driven by a simple belief: when we truly understand how people think and focus on serving them better, we create stronger relationships, better businesses and greater outcomes for everyone.